Strategic Planning Pertemuan 3 Matakuliah: J0114/Manajemen Pemasaran Tahun: 2008

Bina Nusantara Learning Outcomes Students are capable of describing components of strategic planning

Bina Nusantara Outline Materi Types of planning Information required Company internal and external analysis

Bina Nusantara Types of Planning Long term planning: –It is the start of any planning –It is the manifestation of the vision and mission of the company –It sets objectives of the company in very clear Medium term planning: –Two or four years Short term planning (one to twelve months) (Nelly Ma’arif, 2008)

Bina Nusantara Information Required Data and information required to make a strategic planning: –Macroeconomic : Global conditions such as condition in the world. Global economic picture at present day Any other indication on global activities Regional and country conditions Regional and country economic picture at present day

Bina Nusantara Information Required –Rate of growth –Trends on GDP –Trends on Income per capita –Trends on gender –Trends on market demand –Import export policy –Regional cooperation that will affect import and export tax –Tax holiday and investment policy of a country –Trend on democracy (quoted from Nelly Ma’arif, 2008)

Bina Nusantara Information Required Global data and information: –Global economy is having a positive trend in five years to come –Peace and global warming are the main issues –People at large are more health conscious Regional information: –Regional economy is showing an indication of high inflation rate –Peace and global warming are the main issues. The main concern is illegal logging –People at large are more health conscious

Bina Nusantara Company Internal and External Analysis Company analysis: –Total market : –Competitors: Marketing strategies Business expansion Technological capability Marketshare –Opportunities and threats in the business –Government regulation –Political instability

Bina Nusantara Conclusions: Planning enables the marketer to focus on their thinking and to conduct the planning properly Planning enables the marketer to present their approved plan to the rest of the members of the company To make a good plan, such important information and data required